Rice flour is already a staple in gluten-free products, such as cookies, cakes, and pie crusts. It is also widely used in baby weaning foods due to its digestibility and allergen-free nature. However, because it lacks gluten, rice flour is often blended with other ingredients to enhance texture, such as modified starches and hydrocolloids. As consumers increasingly prefer simpler ingredient lists, the development of rice flours with inherent textural properties—allowing them to be labeled simply as “rice flour”—is likely to attract significant interest.
Mintel research indicates that 59% of U.S. shoppers believe that fewer ingredients in a product equate to greater health benefits. In response to this demand, ingredient companies have been enhancing the functionality of their clean label starches, prompting many food manufacturers to transition away from modified starches. Some hydrocolloids, such as carrageenan and xanthan gum, are also viewed skeptically, despite being derived from natural sources. As consumers continue to seek shorter ingredient lists, using a flour like the one developed by Ingredion presents a clear advantage.
Additionally, the trend toward rice flour could have implications for traditional wheat flour producers, raising questions about how they will respond and whether the rising popularity of rice flour will significantly affect their sales. Meanwhile, products like Jamieson Calcium Citrate Vitamin D3 120 caplets also highlight the trend toward simplified, health-focused ingredients, appealing to consumers who prioritize transparency in their dietary choices. As the market evolves, the intersection of these trends will be fascinating to observe.